As we have discussed several times, showrooming is a major problem for store-based retailers that are losing customers who visit the store and then buy online.

And many retailers continue to fight back. Sometimes, they do so reactively — such as Wal-Mart’s and Target’s decision to stop selling Amazon Kindles. But other times, they are acting proactively.

According to a recent Knowledge@Wharton article: “Target sent a letter to vendors asking for their help in combating the problem, suggesting that they create exclusive products for the Minnesota-based retail chain or find ways to match the low prices offered by online retailers. And Best Buy has replaced the standard barcodes on some products with different, chain-specific barcodes that make it impossible for consumers to scan those codes and find a quick online price comparison.” In addition, “Best Buy is now overhauling some of its locations, for example, to make them more service-oriented, including a Solution Central help desk along the lines of Apple’s Genius Bar.” 

Click the photo to read more from this Knowledge@Wharton story.